LONDON — Lip gloss lovers rejoice — Laneige and Bonbonwhims have released the second drop of their viral charm-filled keychain, intended to clip onto a Laneige lip gloss.
“Laneige and Bonbonwhims have the right synergies in endless ways that make our collaborations buzzworthy and sought-after. Our most recent Laneige Lip Glowy Balm Keychain collaboration went absolutely viral this year,” said Michelle Kwak, head of Laneige’s integrated communications.
“As our response to the high demand we’ve seen on social media, we’re so excited to have finally brought our exclusive keychain to life. Beauty is in the midst of ‘merch madness’ as it amplifies brand awareness through creating a viral moment that is much more than just about the products,” she added.
Laneige is no stranger to going viral. Its Laneige Lip Sleeping Mask alone has more than 100 million views dedicated to it on TikTok, and more than 1.5 million hearts on Sephora’s Loves List.
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With the hydration of its mask with the finish of a gloss, the beauty brand’s Glowy Balm is an ideal on-the-go product; clipped onto a keychain, it only gets cuter.
“I’ve always known there’s so much untapped potential between the jewelry and accessory and beauty worlds,” said Clare Ngai, Bonbonwhims’ founder and chief executive officer.
“What sets Bonbonwhims apart is that despite our aesthetic being nice to some, we possess this cultural currency that can be translated into different categories and of course beauty is adjacent and makes perfect sense to partner with,” she added.
As WWD reported in March, merchandise is increasingly gaining ground in the beauty world.
In February, Hailey Bieber’s Rhode released a lip treatment-holding phone case which reportedly sold out in 25 minutes.
